This week, Google's chief internet evangelist, VintCerf spoke on privacy at an FTC event, inferring that privacy might not necessarily be sustainable, especially in regards to apps and social networks:

App privacy is becoming more of a public issue, which means it’s also starting to become an issue for our elected officials. This past week, U.S. Representative Hank Johnson of Georgia has drafted a bill aimed at trying to give users more control over their app data. A discussion draft has been released of what is titled the Application Privacy, Protection, and Security Act, found here.

With the unprecedented growth of the app ecosystem, user privacy is becoming more and more of a hot button issue, especially when that privacy is violated. For many users, finding and downloading a new app is something that has become almost second-nature; we browse our favorite app stores, we find an app that looks promising, we download it. Done.